Product Mix

                                                        Product:

·         Core benefit is to satisfy customer’s needs and wants.

·  Caters for their wants.

·         Constantly upgrading and improving product’s innovative features and quality in order to satisfy its customers.

        

 Price:

·         It was able to penetrate market being priced cheaper than its competitors.

·         Uses market skimming.

e.g. White T-mac 4 shoes  being charged at a price higher than the other colours of the same brand.

           

  Promotion:

·         Promotion objective of Adidas was to become the world’s best sporting brand.

·         Promotion mix: Advertising commonly through mass media- Television, internet, point of sale/purchase, “Impossible is Nothing” campaign.

          

Place:

·         Distribution of some of the  products at various sporting outlets.

·         Adidas Outlets.

·          Online purchasing through e-commerce.

Width: Considering Adidas Shoes, the width of the brand can be considered as Performance, Originals and Lifestyle, subcategorized into male and female shoes. 

Depth: Under each width i.e. male and female shoes comes the depth of each category. For example under ‘Performance’, in male and female category both we find shoes of the following depth:

Ø  Football shoes

Ø  Running shoes

Ø  Training shoes

Ø  Basketball shoes

Ø  Outdoor shoes

Line:  Under each depth category there are different ‘line’ of products. ‘Line’ can be explained as shoes of different sizes, styles and colors. For eg, for football shoes the various product line be:

   Ø  Adipower Predator TRX FG – (available in blue or black stripes on white base and golden base with red stripes).

   Ø  Adipower Predator XTRX SG ( blue and white).

   Ø   Adipure TRX SG (red and black).

Product Life Cycle

The brand was officially created by Adolf Dassler in 1948. Thereafter it didn’t took much time for the brand to get famous as it got into sponsoring major sports events around the globe and the company offered specialized, performing and quality shoes for various sports in segregated form.
Hence in around 30 years the brand moved from the stage of introduction to the growth stage which is the current stage of the product.

The product life cycle is basically all the stages that a product passes through, from the original idea, right the way to the decline of the product.
 The first stage of the product life cycle is research and development, where ideas are put forward and researched, leading to a prototype of the product.
 Once the product has been developed into the finished article, it is then introduced to the market. In this stage of the product life cycle the branding of the product is decided and the copyright and other product protection schemes are obtained. In the introduction stage the pricing strategy is decided on, which is usually either a low price to obtain a high market share, or a high price to recover development costs. In this stage while the product has yet to develop its reputation, distribution channels are limited. Generally in this stage sales are low, there is little growth and marketing costs are high to try and establish the product. An Adidas product currently in this section is the Adidas F50, as it has been recently released and yet to establish itself, also the marketing for this product is very high at the moment, which is another characteristic of this stage.           

Customer Buying Decisions.

CUSTOMER VALUE

Customer Percivedalue

                          PRODUCT: ADIDAS SHOES

                                                                                                                

  Adolf Dassler was inspired by a single idea when he made his first shoes in 1920, at the age of just 20. His vision was to provide every athlete with the best footwear for his respective discipline. It was this principle that guided him right up until his death in 1978.

700 patents and other industrial property rights worldwide are proof of his permanent quest for perfection.

His first shoe, made from the few materials available in the difficult post-war period, was produced from canvas. A passionate athlete himself, from the very beginning Adi Dassler was in close contact with sports participants and was always present in person at important sports events.

Adi Dassler focused his work on the classic disciplines of track and field. Athletes wore special shoes from his workshop for the first time at the 1928 Olympic Games in Amsterdam. In the mid 1920s he was already experimenting with spikes. 

 The company was first named Dassler shoes and later became Adidas. By the Dassler shoes being seen in the Olympics this really helped the company get it’s name known. However, in 1948 Rudolf Dassler leaves to start his own company which is now known as Puma. Once Rudolf left his brother came up with the famous three stripes logo and changed the name to Adidas.

The 3 stripes were created to keep the foot stable, but ended up being the logo. Throughout the years Adidas was seen in the Olympics, and it was the leading brand making their shoes highly sought after by Olympic athletes

Adidas Group, the world’s second largest producer of sporting apparel has had a long and rich legacy of producing some of the highest quality and most technologically innovative sporting equipment particularly footwear.